A Picture of the Fruit and 
Vegetable Industry 



BY CHARLES J. BRAND 




MARKETING FRUITS AND VEGETABLES 
LESSON 1 



Confidential Edition 
Issued for Members 



HH fcfefe Copyright, 1922 

The American Institute of Agriculture 

H Wk'&M CHICAGO 



A PICTURE OF THE FRUIT AND 
VEGETABLE INDUSTRY 

BY CHARLES J. BRAND 

Formerly Vice-President and General Manager of 
the American Fruit Growers, Incorporated 




MARKETING FRUITS AND VEGETABLES 
LESSON 1 



Every Lesson by a National Authority' ' 



Confidential Edition 
Issued for Members 

♦ * » 

Copyright, 1922 

THE AMERICAN INSTITUTE OF AGRICULTURE 

CHICAGO 






©C1A77220S 

DEC 15 1923 



a 



THE MAN WHO CONDUCTS THIS LESSON 




CHARLES J. BRAND 



There are few men who understand the fruit and 
vegetable industry from the combined viewpoint of 
the practical business man and the student as 
thoroughly as Mr. Brand. 

Mr. Brand was chosen as the first chief of the 
Federal Bureau of Markets when it was established 
in 1913, and he guided that organization through 
the first stages of its work, until 1918. When he 
became general manager of the American Fruit 
Growers, Inc., the Bureau had become one of the most 
helpful in the Department of Agriculture. Some 
of his most constructive work was done in connection 
with the fruit and vegetable industry, and Mr, 
Brand came into close touch with all of the leaders 
in the field. 

In recognition of Mr. Brand's familiarity with 
the fruit industry of the nation, he was appointed 
vice-president and general manager of the national 
sales organization known as American Fruit Growers 1 
Inc. This organization, with its own orchard and 
truck acreages in all sections of the country, in- 



FRUITS AND VEGETABLES LESSON 1 



eluding all of the major fruit and vegetable crops, 
needed a man as manager who knew not one crop or one 
section, but who understood the industry in all of 
its interrelations and from a national viewpoint. 

Mr. Brand's combined experience as a government 
official and as a major executive in one of the 
largest marketing organizations in the country, 
fits him to write on the subject of this lesson as 
few men are qualified to do. 

HOW TO STUDY THIS LESSON 

There are 29 principal fruits and vegetables, 
and each one has certain pecularities of its own and 
special marketing methods have been developed be- 
cause of these peculiarities. 

Most fruits and vegetables are produced during 
a very short season. They are highly perishable, and 
so must be handled promptly and with great care. 
These difficulties make the marketing of fruits and 
vegetables much more interesting, and any man who 
likes to do hard things finds in the marketing of 
fruits and vegetables unusual delight, because 
there is always extreme satisfaction in accomplish- 
ing anything that has uncommon complications. 

Treatment Carefully Systematized 

The complexity of the marketing machinery for 
fruits and vegetables is systematized and clarified 
in the lessons you are to have from now on. And it 
is not likely that any student will feel that mar- 
keting fruits and vegetables is any more difficult 
than marketing other products after he has mastered 
a few of the first lessons in this course. 

The principal variation from studying the mar- 
keting of other products is illustrated in this 
lesson. The difference is that the products must be 
studied separately, and in this lesson, which is un- 
usually long, you will find that the text has been 
divided into two principal parts, with 14 sections. 
This division makes it easy to study and easy to 
comprehend. In order to help you in your study, 
this lesson has been divided into five assignments, 
each one of which must be studied separately and 
must be mastered before you pass on to the next 
assignment. These five assignments are as follows: 



A PICTURE OF THE INDUSTRY 



ASSIGNMENTS 

1. Master Part I, Sections 1 and 2 — The Industry 
As a Whole — and the Apple Crop. 

2. Master Part 1, Sections 3, 4, 5, and 6 — 
Citrus Fruits, Grapes, Peaches, and Strawberries. 

3. Master Part II, Sections 1 and 2 — The Vege- 
table Crops — Potatoes. 

4. Master Part II, Sections 3, 4, and 5 — Toma- 
toes, Onions, and Cabbage. 

5. Master Part II, Sections 6, 7, and 8 — Melons, 
Future Development, Publicity. 

Know the Industry as a Whole 

The two parts of the lesson divide the study of 
fruits from the study of vegetables. And in Sec- 
tion 1 of Part I, you are given a good idea of the 
industry as a whole, including both fruits and vege- 
tables. It is extremely important that you master 
Section 1 thoroughly. 

While you are not expected to memorize Table I, 
it is an important table for you to study. There 
you get a concise idea of the comparative importance 
of the different fruit and vegetable crops. You 
certainly ought to remember the standing of the 
first five crops, and it would be still better if you 
would remember the standing of the first 10. 

Remember, however, that this table is based on 
the number of carloads, rather than on the value in 
dollars. There would be a little difference in the 
order if value were given instead of carloads. For 
example, bulky watermelons could not retain their 
position if the rank were based on value instead of 
on carloads. 

Figure 1 will help you to familiarize yourself 
with the fruit-growing territories. When you study 
this map, together with the reading matter in the 
lesson that describes it, you will have a much better 
idea of the real fruit territory. The high special- 
ization so common in American agriculture is par- 
ticularly emphasized in the production of fruits. 

California is the one big state in the produc- 
tion of both fruits and vegetables, and it has such 
a big lead over other states that it is likely to 
remain the leader for some time. 

How to Study Statistics 

Keep in mind always in studying statistics, 
that conditions change constantly and where the 
rank of two states is rather close, that rank is 



FRUITS AND VEGETABLES LESSON 1 



likely to change, even from year to year. It is im- 
portant, however, to have the principal fruit-grow- 
ing states in mind, especially the first 10. 

In studying both Table I and Table II, you will 
find paper and pencil most helpful. One of the best 
ways to realize the importance of figures contained 
in tables and to get these figures firmly fixed in 
your mind, is to copy the table onto another sheet 
of paper, arranging it in a little different way, if 
possible. The copying of the figures fixes the 
situation in your mind much better than simply 
reading them. 

As an example of the way of arranging the tables 
differently, let us consider Table II. You might 
make a row of columns along the top of a sheet of 
paper, containing the names of the fruits instead of 
the years, placing the years along the left-hand 
side. If you do this, you will have emphasized to 
you that the order of rank of the different fruits 
is different for the different years. For ex- 
ample, oranges and peaches will change places for 
the years 1919 and 1920. The rank in Table II is 
based on the 1921 value. 

Another way to vary the table is to enter only 
the figures indicating thousands of dollars. In 
other words, omit the last three numerals. Still 
another way is to enter the figures in millions of 
dollars; instead of writing $241,574,000, you might 
enter 242. It is easier to compare 242 with 83, 95 
and other figures, than it is to compare the total 
numbers. It has been felt important, however, in 
some cases to give complete numbers so you might 
have them for reference. 



Don't Divide Yo ur Attention 

It is suggested in your assignments, that you 
consider Section 2 on the apple crop, together with 
Section 1, which covers the industry as a whole. 
However, this does not mean that you are to study 
the two sections together. It is better to master 
Section 1 first, and then consider Section 2 by it- 
self, remembering, however, what you learned in 
Section 1. In Section 2, concentrate your mind on 
apples, and when you feel that you have mastered that 
subject, then answer the questions that are pro- 
vided for assignment 1. 



A PICTURE OF THE INDUSTRY 



After answering these questions, you will, of 
course, proceed to assignment 2. And your method of 
study there will be similar to that used in complet- 
ing assignment 1. The principal point to remember 
is to concentrate your mind on the citrus crop until 
you have thorughly mastered what is given on that 
subject. You will, of course, refer to the discus- 
sion of the apple crop and make certain comparisons. 
But imagine yourself, if you can, a grower of 
oranges, and study Section 3 from the standpoint of 
an orange grower. 

The same suggestion applies to Section 4; that 
is, imagine yourself a grower of grapes. Having 
mastered Sections 3 and 4, then study Section 5 from 
the viewpoint of a peach grower. 

Your Foundation Knowledge is Here 

Do not be confused by the fact that not all of 
the methods used in marketing these individual 
crops are discussed in these various sections. It 
would be impossible to give a complete discussion 
all in one lesson. The rest of the lessons in this 
course will complete your knowledge, because the 
individual crops will be referred to frequently as 
you proceed. 

The method of following assignment 3 is very 
similar to that suggested for assignment 1. You 
must first have your general information on the 
vegetable crop as a whole. And then you must con- 
centrate your mind on one crop at a time, until you 
have mastered that. The potato crop, being the 
largest and so the most important of all vegetable 
crops, is given more space than is devoted to others. 
This should be significant to you and should en- 
courage you to be sure that you have thoroughly 
mastered this section before going farther. The 
questions, of course, are to be answered for each 
assignment before you proceed to the next one. 

You May Get New Conceptions 

The principal suggestion that will help you in 
studying assignment 4, is that the tomato crop is 
far more important than most folks realize. Pos- 
sibly because of its extreme perishability, the 
tomato has been considered by those who are not 
familiar with its marketing, to be a comparatively 
small crop. But in this lesson you will learn dif- 
ferently. And as you proceed with other lessons, 



8 FRUITS AND VEGETABLES LESSON 1 

you will realize the unusual importance of the 
tomato crop even more. 

The marketing of onions and cabbage has a cer- 
tain similarity. In many cases, the same market men 
handle both crops. It is quite common that where 
cabbage is grown, onions are grown also, and the 
same storehouse is often used for both cabbage and 
onions. This applies, of course, to the late varie- 
ties which are stored for winter use. 

After answering the questions for assignment 4, 
proceed to assignment 5, and concentrate your mind 
first on the melon crop. You may be surprised at 
the immense size of the watermelon crop. Most folks 
have realized the growing popularity of canta- 
loupes, but not so many, perhaps, have understood 
that the watermelon crop is also large and popular. 

Sections 7 and 8, of course, apply to all fruits 
and vegetables, and you should study these sections 
with the same interest that you studied Section 1 
in Part I. Because of the fact that conditions are 
constantly changing and market methods are varied 
from week to week, it is important that you know what 
the future is likely to be and what it is that is 
likely to influence the change of methods. 

While it is not expected that you will spend 
five weeks on these five assignments, it is urged 
that you hold yourself back and not be too eager to 
finish these five assignments because they are all 
in one lesson. You should spend at least two weeks 
(or 12 hours) in a study of this lesson. 



A PICTURE OF THE INDUSTRY 



STUDY OUTLINE 

Page 

Part 1. Section 1. The Industry As a Whole 11 

Why Part of the Crop Is Not Marketed 12 

The Extent of the Commercial Industry 12 

Wide Variety Grown Commercially 13 

Irish Potatoes Far in the Lead 13 

Wide Fluctuation in Production 14 

Production Areas and Values 15 

Classification of Fruits 15 

The Leading Fruit States 15 

Where California Excels 16 

The Important Fruits 17 

Section 2. The Apple Crop 19 

Decrease in Number of Apple Trees 19 

Where Apples Are Produced 20 

Important Eastern Districts 20 

Effect of Freight Rates on Production 20 

Why the Reduction in Trees Occurred 21 

Production Per Tree Is Increasing 21 

Section 3. The Citrus Crop 21 

Where Citrus Fruits Are Grown 22 

How California Markets Oranges 22 

Quant ity and Value 23 

Section 4. The Grape Crop 24 

Tonnage of Fresh Grapes Shipped 25 

Section 5. The Peach Crop 26 

Decrease in Acreage . . . . 26 

Fluctuation in Crop Production 27 

Car-lot Shipments by States 27 

Section 6. Where Strawberries are Grown 28 

Part II. Section 1. Production Areas and 

Values of Vegetables 30 

The Leading Vegetable Crops 33 

Section 2. The Potato Crop 35 

Where Early Potatoes Are Grown 35 

Where Late Potatoes Are Grown 36 



10 FRUITS AND VEGETABLES LESSON 1 

Where Shipments Originate 37 

Distribution of Shipments by Months 39 

Imports and Exports 39 

The Sweet Potato Crop 40 

Production Areas 40 

Value of Crop 40 

Storage Facilities 40 

Commercial Varieties 41 

Section 3. The Tomato Cro p 41 

Where Imported Tomatoes Come From 42 

Section 4. The Onion Crop 44 

How Storage Affects the Onion Market 44 

Where Early Onions Are Grown 45 

Market Distribution 46 

Why We Import Onions 47 

Section 5. The Cabbage Crop 47 

Where Early Cabbage Is Grown 48 

Where Late Cabbage Is Grown 49 

Section 6. The Melon Crops 50 

Where Cantaloupes Are Grown 50 

Rapid Growth of the Cantaloupe Industry. ..... 52 

The Watermelon Crop 53 

Where Watermelons Are Grown 53 

When Watermelons Are Marketed 54 

Section 7. The Future Development 55 

Production Close to Consuming Capacity 55 

How Citrus Growers Avoided Over-Production. . . 55 

How Organization Is Increasing Demand 56 

Some Growers Saved by Cooperation 57 

Selling by Auction May Increase 58 

Why By-Products Reduce Losses 59 

Section 8. Publicity for Fruits and Vegetables 59 

Why Winter Use of Lettuce Increased 59 

How Advertising Made Citrus Fruits Necessities 60 

Much Still Remains to Be Accomplished 61 



A PICTURE OF THE 
FRUIT AND VEGETABLE INDUSTRY 

BY CHARLES J. BRAND 

If you are to get the most out of your study on 
the marketing of fruits and vegetables, you must 
realize the important place this industry holds in 
the agriculture of our nation. Understanding as 
you do, from your study of previous lessons, that 
the United States leads the world in agriculture, 
you will be even more impressed with the importance 
of the fruit and vegetable industry. 

Although 1919 figures show that fruits and vege- 
tables stand in fourth place among the agricultural 
industries of our nation, it is only fair to say that 
from the standpoint of agricultural commerce, 
fruits and vegetables stand third rather than 
fourth. This is justified by the fact that hay and 
forage crops which hold second place in total 
values, do not enter into commerce enough to give 
them that place from the standpoint of marketing. 

Only cereals and cotton, therefore, are en- 
titled to be classed ahead of fruits and vegetables, 
and cotton does not have a very big lead over fruits 
and vegetables. It is entirely probable, there- 
fore, that in certain years, when the cotton crop is 
small, the fruit and vegetable crop might be large, 
and so move into second place. — Editor's Note. 

PART I 
Section 1. THE INDUSTRY AS A WHOLE 

Keep in mind the title of this lesson as you 
study. This is a picture of the industry as a whole 
and it is most important for you to have the facts 
contained herein. 

The relative importance of fruits and vege- 
tables will be better understood when you realize 

11 



12 FRUITS AND VEGETABLES LESSON 1 

that the total commercial vegetable crop has almost 
twice the value of the total commercial fruit crop. 
As a matter of fact, the value of potatoes just about 
equals the total value of all fruits. This is all 
based on 1919 figures. 

Why Part of the Crop Is Not Marketed 

It has been estimated that not more than 50% of 
the fruits and vegetables produced ever reach a 
market. This is due to several causes, among which 
may be mentioned: 

1. Consumption on farms 

2. Disease 

3. Unfavorable weather conditions 

4. Scarcity of pickers when the crop is ripe 

5. Difficulty in securing proper equipment, 
especially where refrigerator cars are required in 
large numbers 

6. Spoilage in transit because of the extremely 
perishable nature of many fruits and vegetables 

7. Over-ripe fruit 

8. Improper icing 

Every additional handling increases the danger 
of spoilage through bruising. It is little wonder, 
then, that such a small portion of the total pro- 
duction ever reaches market. 

The Extent of the Commercial Industry 

It is difficult to ascertain an accurate total 
of fruits and vegetables which actually enter com- 
mercial channels. Probably the closest estimate 
that has ever been made is a tabulation made by the 
Federal Bureau of Markets in 1916. This included all 
of the car-lot shipments of fruits and vegetables 
made in that year with the less than car-lot (l.c.l.) 
and express shipments converted into even cars. 

The information was secured from the individual 
railroad station agents of the United States, about 
25,000 in number. Naturally, there are some inaccu- 
racies to be expected in the figures and it is very 
likely that the actual total number of cars exceeds 



A PICTURE OF THE INDUSTRY 13 

the number tabulated by the government. The records 
show a total of 634,145 cars of fruits and vegetables 
shipped in the year 1916. These are divided as 
shown in Table I. 

Wide Variety Grown Commercially 

This list is of importance mainly because it 
shows the wide variety of fruits and vegetables pro- 
duced on a commercial scale in this country. All the 
important kinds of fruits and vegetables are repre- 
sented in this summary, but their comparative com- 
mercial importance is more accurately indicated in 
Table II and Table VI. These tables give the rank 
of crops as based on value. 

Table I is important mainly because it shows the 
comparative transportation problem. For example, 
watermelons stand second to Irish potatoes in bulk, 
but in value, watermelons stand in 10th place. This 
emphasises the importance of a proper adjustment of 
freight rates taking into account not only bulk and 
weight, but value. This was brought home to farmers 
by the post-war rate changes. 

This table also emphasizes the relative im- 
portance of car supply during the shipping seasons. 
Car shortage may be more serious in the movement of 
a bulky commodity than of a commodity of less bulk 
but greater unit value. 

Irish Potatoes Far in the Lead 

Irish potatoes are far in the lead with nearly 
192,000 cars; over twice as many as the nearest com- 
petitor, apples, with 87,251 cars. Then follow 
oranges, watermelons, peaches, cabbages, and onions. 
All other commodities are credited in this table 
with less than 20,000 cars. 

It may be a surprise to many to know that over 
16,000 cars of bananas and over 10,000 cars of celery 
were shipped commercially in the United States in 
1916. Other equally surprising facts may be gained 
from a careful study of Table I. 



14 



FRUITS AND VEGETABLES LESSON 1 



Table I. ORDER OF RANK OF FRUITS AND VEGETABLES 
SHIPPED IN 1916 
( Based on car-lot shipments) 



Kind 



Number of 
Cars 



: Number 
: of 
Kind : Cars 

Pears : 7 , 489 

Lemons : 7 , 482 

Mixed Vegetables: 6,210 

Lettuce : 4,700 

Dry beans : 4,020 

Cucumbers : 3,522 

Cauliflower : 2,872 

Raisins : 2,860 

String beans....: 2,706 

Spinach : 2,653 

Kale : 2,579 

Grapefruit : 2 , 327 

Cranberries : 1,790 

Pineapples : 1,303 

Asparagus : 1 , 272 

Peppers : 1,066 



Irish potatoes 

Apples 

Oranges 

Watermelons. . 

Peaches 

Cabbage 

Onions 

Mixed fruits. 

Tomatoes 

Strawberries. 
Cantaloupes. . 

Bananas 

Sweet potatoes 

Grapes 

Celery 



191,751 
87,251 
50,134 
28,939 
25,026 
24,505 
22,043 
19,367 
19,323 
18,044 
17,321 
16,301 
15,695 
12,062 
10,195 



Wide Fluctuation in Production 

The total value of all fruits in the census year 
1919 was 755 million dollars. In 1920, it was 744 
million dollars. In 1921, particularly by reason 
of killing frosts in the early spring which reduced 
the production of apples, peaches, and other orchard 
fruits, and also by reason of somewhat lower market 
prices, the value was only 525 million dollars. 



The severe reduction in 1921 can best be shown by 
comparing 1920 and 1921 apple figures. In 1920, our 
crop was nearly 224 million bushels, whereas in 1921, 
it was only 97 million bushels. 

Peaches dropped from 17 million bushels to 11 
million bushels. These wide fluctuations in produc- 
tion create one of the most difficult problems in the 
marketing of fruits and vegetables. 



A PICTURE OF THE INDUSTRY 15 

PRODUCTION AREAS AND VALUES 

The fruit industry is so widespread and includes 
so many crops, that to convey an adequate and 
interesting picture of it, we must discuss, first, the 
whole crop in its general bearings, and then the 
individual crops that are of the greatest importance. 

Census and other government figures usually 
discuss fruits and nuts together. This is decidedly 
illogical from a marketing standpoint, as a totally 
different class of market men handle the different 
crops. 

Nuts are distributed almost wholly through 
cooperative associations of nut growers and through 
the wholesale grocery trade, in both cases by indi- 
viduals who have practically no contact with fruit 
marketing. 

Classification of Fruits 

Fruits themselves are usually classified under 
two headings: 1. Small fruits, including: straw- 
berries, raspberries, loganberries, dewberries, 
currants, blackberries, cranberries, and other 
berries; 2. Orchard fruits, including: apples, 
oranges, peaches, pears, plums, prunes, almonds, 
apricots, figs, and other tree fruits. 

Grapes are frequently treated separately but for 
our purpose we will include them with other fruits. 

The Leading F ruit Stat es 

As you will see from Figure 1, the 10 states that 
in 1919 led in fruits and nut production in the order 
of their rank (based on acreage) are: 

1. California 6. Virginia 

2. New York 7. Georgia 

3. Pennsylvania 8. Washington 

4. Michigan 9. West Virginia 

5. Ohio 10. Missouri 

California is so far in the lead that no other 
state is likely to approach her rank for some time 
to come. When you consider the value of fruits 



16 



FRUITS AND VEGETABLES LESSON 1 




produced in 1919, California produces one-third of 
the total value in all the states put together. In 
quantity, Calif ornia produces one-sixth of the total. 



Where California Excels 

California leads all states in the production 
of citrus fruits. She is also third in the produc- 



A PICTURE OF THE INDUSTRY 17 

tion of apples, first in the production of grapes, 
and first in the production of peaches. 

The production in her southern district is 
chiefly citrus fruits, walnuts, apricots, avocados, 
and dates. The production in the San Joaquin 
Valley is chiefly raisins, table and wine grapes, 
peaches, apricots, apples, figs, and some citrus 
fruits. In her northern district around Sacramento 
the production includes peaches, apricots, plums, 
prunes, grapes, walnuts, almonds, apples, and pears. 

What Other States Produce 

New York holds second place by being second in 
the production of apples, second in the production 
of grapes, and tenth in the production of peaches. 

Florida's fruit acreage is devoted mostly to 
citrus fruits, with some peaches, 

Georgia's production is mostly peaches and 
pecans. 

The Important Fruits 

No other fruit comes anywhere near to apples in 
value. When you consider the country as a whole, 
and for a series of years, apples stand way above 
all others. However, oranges and peaches hold 
important places. Some years, oranges are ahead of 
peaches, other years, peaches lead oranges. 

In studying Table II, you will note the varia- 
tions in the two years. But you will see that 
apples always lead. From the effective work that is 
being done to increase the use of oranges, it is 
reasonable to expect that oranges may exceed 
peaches in value in the future. However, this may 
not be true every year for so much depends upon 
frost. Sometimes the frost greatly reduces the 
orange crop ; sometimes it interferes seriously with 
the peach crop. 

It is important to remember that after apples, 
oranges, and peaches, fourth place in 1920 was held 



18 FRUITS AND VEGETABLES LESSON 1 

by strawberries. In some years, the value of the 
strawberry crop is exceeded by grapes and by plums 
and prunes. 

The place held by strawberries might be con- 
sidered a little remarkable, due to the fact that 
strawberries commonly have rather a short season. 

Table II. VALUES OF LE ADING FRUITS 

: 1919* : 1921* 
1. Apples : $241,574,000 : $163,000,000 



2. Oranges : 83,399,000 

3. Peaches : 95,570,000 

4. Strawberries....: 29,303,300 

5. Grapes : 45,626,000 

6. Plums and prunes: 40,984,000 

7. Pears : 26,440,000 

8. Cranberries : 3,198,000 

9. Apricots : 12,223,000 

10. Figs : 2,812,000 

11. Olives : 1,418,000 



64,000,000 

52,000,000 

35,385,200 

29,500,000 

20,000,000 

18,000,000 

6,400,000 

5,400,000 

1,400,000 

800,000 



*Bureau of 
Census 
Figures 



*Estiirated 



(Arranged in order of 1921 rank) 

However, the development of varieties that bear 
throughout the entire summer and the increase in the 
plantings of strawberries in widely separated sec- 
tions, has lengthened the season for this popular 
fruit. 

Of the other fruits, the pear is the only one 
that holds a very high place so far as value is 
concerned. 

It is not possible to give uniform statements 
regarding each variety of fruit, due to the fact that 
statistics are not available in many cases. How- 
ever, the importance of apples, citrus fruits, 
peaches, strawberries and grapes justifies the 
special treatment given to each of these crops on the 
pages that follow. 



A PICTURE OF THE INDUSTRY 



19 



SECTION 2. THE APPLE CROP 

The apple is far and away in the lead in value 
of individual fruit crops. Even in 1921, with only 
about 37% of a crop in the eastern states that ship 
in barrels, the total estimated value on the farm 
was 163 million dollars. 




FIGURE 2. WHERE COMMERCIAL APPLE CROP IS PRODUCED 

Four of the principal states border on Canada, and only two, Arkansas 

and Virginia are in the South. You will see that Washington produced 

almost twice as much as the second state 

Decrease in Number of Apple Trees 

In 1910, there were in the United States of 
bearing and non-bearing trees taken together, 217 
million. By 1920, the number had fallen to 151 
million trees. 



The decrease in bearing trees was from 151 
million in 1910 to 115 million in 1920, This is a 
decrease of 36 million trees, or 23.8% for trees of 
bearing age. 

The decrease in non-bearing trees was even 
greater, the number in 1920 being 45% less than in 
1910. 



20 FRUITS AND VEGETABLES LESSON 1 

Where Apples Are Produced 

As you will see from Figure 2 the three Pacific 
Coast states hold important places in the production 
of apples. As a matter of fact, the Pacific Coast 
produced one-third of the apples grown in 1919, 
although it possessed only one-seventh of the bearing 
trees. Washington, with three great apple dis- 
tricts, the Yakima Valley in the south, the Wenatchee 
Valley in the north, and the Spokane Valley in the 
east, led all states. 

Western States Pack in Boxes 

The western crop is packed in boxes, and in 
addition to the Washington districts, is obtained 
in commercial quantities from the Hood River and 
Willamette Valleys of Oregon, the Boise district in 
Idaho, and Bitter Root Valley in Montana. 

The Sonoma and the Watsonville districts in Cali- 
fornia, the Salt River Valley in Utah, the Grand 
Junction-Delta Montrose district of Colorado, and 
all of the states east of the 100th meridian pack 
practically 100% of the winter crop in barrels, using 
boxes to a very slight extent, but using bushel 
baskets extensively for the early varieties. 

Important Eastern Districts 

In the East, the most important areas are the 
Hudson Valley and Lake Erie districts in New York, 
the New England area, the Appalachian territory, 
including parts of Maryland, Virginia, and West 
Virginia, the southern Illinois territory, Western 
Michigan, the Ozarks in Arkansas and Missouri, and 
the Northwestern Missouri district. 

Effect of Freight Rates on Production 

About 15% of the apple trees of bearing age in 
1920 were located in the western half of the United 
States and of this 15%, almost half is in the state 
of Washington. There has been relatively little 
planting of new orchards anywhere in the United 



A PICTURE OF THE INDUSTRY 21 

States. This has been especially noticeable in the 
West, during recent years. This reduction in the 
West is due particularly to high freight rates which 
make it impossible to ship anything except the first 
class fruit to market. It costs almost 80 cents a 
box to ship apples from Wenatchee to New York. If 
western apples were packed in barrels, this would 
amount to $2.40 a barrel, so that the burden of 
freight rates is readily apparent. 

Why the Reduction in Trees Occurred 

The reduction in number of trees has taken place 
chiefly in ill-adapted regions and, as a conse- 
quence, it is not as significant as it would other- 
wise be. While there has been no great planting 
movement in recent years, there has been much new 
planting at certain times in the best adapted com- 
mercial growing sections. 

In New York State, the premier apple growing 
section of the East, four important counties 
increased in number of bearing trees in 10 years by 
300,000. 

Production Per Tree Is Increasing 

During the 10-year period, the yield per tree has 
increased 20%. This is due, no doubt, to better 
spraying, fertilizing, pruning, and to the location 
of the larger part of the industry in better adapted 
apple growing sections. 

SECTION 3. THE CITRUS CROP 

Oranges, lemons, and grapefruit compose the bulk 
of this crop. There are minor quantities of tan- 
gerines, kumquats and one or two other lesser members 
of the citrus family. 

Oranges are by far the most important. Cali- 
fornia is far in the lead, with Florida ranking 
second. The Gulf Coast has a small acreage confined 
almost exclusively to the Satsuma variety. Florida 



22 FRUITS AND VEGETABLES LESSON 1 

grows a number of varieties, practically all of the 
seeded kinds. California grows almost exclusively 
the Washington Navel and the Valentia Late, although 
the St. Michael, the Mediterranean Sweet and a few 
other varieties are grown in small quantities. 

Where Citrus Fruits Are Grown 

While oranges are grown generally throughout 
the citrus belt, lemons are confined practically to 
California and grapefruit to Florida. California 
produces only about 400 cars of grapefruit a year, 
and Florida does not produce any commercial quan- 
tities of lemons. 

Subtropical fruits to which the citrus belong 
cannot withstand more than a few degrees of frost, 
hence the strict geographical limitation as to area. 

California production of citrus fruits is con- 
centrated in three localities. The southern section 
is practically confined to five counties, including 
Los Angeles, Riverside, San Bernardino, San Diego, 
and Ventura. The next district in importance is north 
of Tehachapi Pass in the San Joaquin Valley, and is 
confined largely to Tulare County. In the Sacra- 
mento Valley north of San Francisco there is also a 
considerable commercial production by reason of the 
relatively frostless climate. 

How California Markets Oranges 

Figure 3 is a chart which shows the total citrus 
crop of California and the proportion shipped by the 
growers' own company, the California Fruit Growers' 
Exchange, 

It is evident from this figure that in the seasons 
of 1895-96 and 1896-97 the total citrus crop of 
California was between 8,000 and 9,000 cars, and that 
only about one-third of it was handled by the 
California Fruit Growers' Exchange. The full length 
of each column represents the total crop; the black 
portion, the part handled by independent shippers ; 



A PICTURE OF THE INDUSTRY 



23 



and the part from the base line to the black column 
the part handled by the Exchange. 

In a general way, it will be observed that the 
quantity handled by independents has remained rela- 
tively stationary for 20 years, v/hile the quantity 
handled by the Exchange has risen from about 3,000 
cars to more than 40,000 cars. 



PERCENTAGE OF (HUE CITRUS CKOPSSHIPPEPTflKUSHIE FRUIT GROW. EC. 

)60S '96 "97 "08 90 00 01 01 Oi Q4 OS 06 |07 08 00 10 II IZ "U |4 '»5 16 17 '18 19 20 
W/«S»>/V '06 97 *)S 99 1900 01 Oi Oi Q4 OS '06 07 Ofl '09 '» '" »1 '»i '"» 'Ij 16 '17 /fl 19 'Wit 



50.000 



40.000 




<fo 32 'SJ2S 23 33 45 37 45 44 46 48 55 SS 59 69 6/ 69 6/ 62 62 67 67 76 72 74. 72 



FIGURE 3. HOW GROWERS HAVE MARKETED /THEIR CROPS 

Notice the white areas in the bars. They represent the citrus fruits 

shipped by the growers' own organization. Notice how the total 

amount has grown, and how some years are extremely poor 

An inspection of the graph also shows how 
seriously the crop is affected by frosts. In 1912-13 
the crop was less than 50% of normal, as it was in 
1917-18. 

Quantity and Value 

As an illustration of the extent of production 
and value of the citrus fruit crop in California and 
Florida (the only states for which reliable estimates 
are available) , the figures in Table III are given. 



24 



FRUITS AND VEGETABLES LESSON 1 



Table III. PRODUCTION OF CITRUS CROPS 

(Figures given in round millions) 





: Florida 


: California 


: Value 


Year 


: Boxes : Value 


: Boxes : Value 


:Boxes: Valu 


1919 
1920 
1921 


: 7 : $18 : 
: 8 : $18 
: 8 : $15 


16 : $43 
: 22 : $47 
! 23 : $50 


: 23 : $61 
: 30 : $65 
: 31 : $65 



The severe frost in California for three succes- 
sive days about January 23-25, 1922, severely reduced 
the California crop. However, a frost in the case of 
citrus crops usually is more effective in reducing 
the crop of the succeeding season than the crop 
which is being harvested when the frost occurs. 




FIGURE 4. THE GREAT GRAPE SECTIONS ARE IN THE NORTH 

North Carolina is the only state south of the Mason and Dixon Line 

producing a good quantity of grapes. California produces more than 

all of the rest of the states put together 

S ECTION 4. THE GRAPE CROP 

The great grape growing sections are located in 
west central and western New York, northwestern Penn- 
sylvania, western Michigan, and California. While 
commercial quantities are grown in a number of other 



A PICTURE OF THE INDUSTRY 25 

states, particularly in the Lake Erie section of 
Ohio, fully 90% is grown in the states named. 

Figure 4 shows the distribution of the acreage 
of grape vines and indicates the importance of the 
California crop. Two-thirds of the nation's acreage 
is in that state. 

The California crop includes a wide range of 
varieties of table, wine, and raisin grapes. The 
most important table grape centers are Lodi and 
Cucamonga. 

The most important wine grape centers are Sonoma, 
Napa, and Santa Clara. Fresno is the center of the 
raisin grape industry. It should be remembered, 
however, that table and wine grapes are grown to a 
considerable extent in all of these territories. 

The western Michigan grape district is in the 
section around Paw Paw, 

The western New York area is usually designated 
as the Chautauqua Erie grape district, while the 
central New York area is in the Finger Lakes region. 

Eastern grapes are mostly of the Concord, Dela- 
ware, and Niagara varieties. Western grapes include 
Tokays, Cornichons, Thompson Seedless, and the 
Oriental, and South European varieties. 

Tonnage of Fresh Grapes Sh ip ped 

The crop season of 1922 for fresh grapes was 
practically over by November 15. Up to that time 
the northern California district had shipped 13,102 
cars. The central district, which centers around 
Lodi, had shipped 20,129 cars. The southern district 
had shipped 3,841 cars. 

New York had shipped 7,488 cars, and all of the 
New York sections combined, shipped 7,913 cars, 
which brought the total shipments for the year to 
52,473 cars on November 15 with some small tonnage 
still to be shipped in California. 

The total shipments for 1921 were 37,203 cars. 



26 



FRUITS AND VEGETABLES LESSON 1 



SECTION 5. THE PEACH CROP 

Peaches are, with justice, regarded as a specu- 
lative crop, and production fluctuates between 
very wide extremes, although there has been a 
progressive increase during the twenty-two years 
from 1899 to 1921. 

Figure 5 shows the wide distribution of com- 
mercial peach production extending through the more 
temperate parts of the country. 





t "\ 


7 'I 


,191$ 


■<V 


PEACH PRODUCTION 
1919 




i acm oor n 

tOOOO BU 


vntatt 

SXLL» 


na 


PRODUCTtOli 


\ ™i \ A 

PEACH PR0DUCT1OH 


J I ^"^-^V 


!nr^ to L 




\ A ■■ 


/ — I s -.- - '■•.A'-'X'-'-'^yv 






PBACH 
(Ct 




STATE 


BUSHELS 


-Ui.b.. 

C.to... 


883.950 
775.885 
721.480 
706,411 
881,528 
617.537 
561,111 
504.441 
479.218 
3.915,783 


\ "."-*"* 3 l W 




ofAseiC. 


STATE 


BUSHELS 


STATE 


BUSHELS 






Calif. 
Ca. 
Ten. . 
Ark. 

Okla . 

N. 1. . 


15.969.073 
4,788,718 
4.620.679 
3,340,823 
2.924.842 
1.653,223 


W»,b. 
T«rm . 

Mo. . . 
N. Y. . 
P.. . . 

Ala, . 


1,544,839 
1.285.441 
1.262.723 
1,262,480 
1.099,735 
1,083,142 




Ob.o . . 
MJ. . . 

ft.: 

0lt.tr . 


^jf OATA FaOM-U.S. 


OEPT 


U. S. . . 


S0.hS6.CS2 



FIGURE 5. THE SOUTH LEADS IN PEACH PRODUCTION 

While California is the leading" state, the South is the leading* 

section in peach production. Notice the rank of states as indicated 

by the numbers on the map 

The northern Prairie States grow practically 
no peaches by reason of the severity of the winter 
cold. California produced nearly one-third of the 
nation's crop in 1919, outstripping all other states, 
Fresno County, a great raisin grape section, alone 
producing one-tenth. 

Decrease in Acreage 

In 1910, there were 95 million bearing peach 
trees in the United States. In 1920, this number 



A PICTURE OF THE INDUSTRY 27 



had been reduced to 66 million, a reduction of 29 
million in the number of trees of bearing age. 

Peach trees are so susceptible to bacterial and 
insect enemies, and to cold, that the number of trees 
that die each year is very heavy. This reduction 
in total number of bearing trees, as was the case 
with apples, is not as significant as it might be, 
by reason of the fact, that the plantings that 
remained are more largely in commercial orchards, 
and hence, have a greater productive capacity than 
the farm orchards of earlier years. 

The number of trees not of bearing age in 1910 
was 42 million, and the number in 1920 was 21 million, 
a decrease of more than 20 million or over 48%. 

Fluctuation in Crop Production 

The peach crop fluctuates extraordinarily from 
year to year. A normal crop would amount to about 46 
million bushels. As long ago as 1900, a crop greater 
than that figure was produced. In 1915, the largest 
crop in our history was picked, totalling 64 mil- 
lion bushels. 

Car-lot Shipments by States 

The United States Bureau of Markets has, for a 
period of years, been securing from all of the rail- 
roads, telegraphic reports of the movement along 
their lines. These data have been kept for a suffi- 
cient number of years to be of distinct interest. 
Table IV shows the five year average and the total 
shipments for 1921 and 1922. 

Notice the distinct fluctuations from year to 
year. 

The peach producing sections that show the most 
consistent growth during recent years are located 
in North Carolina, Tennessee, New Jersey, New York, 
Illinois, and California. 



28 



FRUITS AND VEGETABLES LESSON 1 



Table IV. CAR-LOT SHIPMENTS OF PEACHES, BY STATES 
(arranged in order of 1922 rank) 



State 



Average : Total 
1917-1921: 1921 



Total 
1922 



1. California. . . . 

2. Georgia 

3. New York. 

4. Illinois...... 

5. Michigan. ..... 

6. Arkansas. 

7. New Jersey, . . . 

8. North Carolina 

9. Colorado. 

10. Utah 

11. Washington. . 

12. Maryland.... 

13. Delaware.... 

14. Indiana 

15. Missouri.... 

16. Tennessee... 

17. Virginia.... 

18. Pennsylvania 

19. Ohio 

20. Oklahoma.... 

21. Idaho 

22. South Carolina 

23. Oregon 

24. Texas 

25. Alabama 

26. West Virginia 

27. New Mexico. . . 

28. Connecticut.. 
Other States. 



Total, 



6,035 

7,125 

3,460 

175 

655 

950 

885 

225 

1,155 

815 

1,215 

460 

145 

25 

75 

130 

140 

370 

270 

285 

125 

50 

45 

1,075 

115 

440 

35 

55 

29 



26,564 



7,606 

10,636 

2,840 

198 

596 

D 

589 
1,219 

839 
1,097 

1 



1 
218 

45 
76 
42 

103 
31 
60 

964 
47 



73 
13 



27,300 



8,365 

7,347 

6,521 

1,660 

1,570 

1,518 

1,507 

1,435 

1,432 

1,103 

958 

426 

422 

350 

278 

248 

228 

208 

200 

153 

124 

78 

46 

26 

25 

7 

3 

1 

28 



56,267 



Section 6. WHERE STRAWBERRIES ARE GROWN 

Strawberries are widely grown in the United 
States, but the regions of commercial production are 
concentrated in a relatively small number of areas. 



A PICTURE OF THE INDUSTRY 29 



Table V. STRAWBERRY SHIPMENTS 



(In order of 1922 rank) 



States ; 1922 

: Cars 

1. Tennessee ; 3,772 

Dayton, Evansville, Spring City, s 

Humboldt, Medina, Dyer, Sharon z 

2. Arkansas : 2,069 

Judsonia, Bald Knob, Van Buren, ; 

Springdale, Johnson, Alma : 

3. Missouri % 1,856 

Neosho, Sarcoxie, Monett, Pierce i 

City : 

4. Maryland ; 1,634 

Marion, Pittsville, Fruitland, : 

Princess Anne : 

5. Virgin ia : 1,621 

Norfolk Section, Onley : 

6. Louisiana : 1,608 

Independence, Hammond, Amite, Pon- i 

chatoula, Tickfaw, Pickups : 

7. North Caroli na : 1,105 

Chadbourn, Mount Tabor, Teacheys, i 

Rosehill, Mount Olive : 

8. Delaware : 928 

Selbyville, Bridgeville : 

9. Kentucky s 754 

Bowling Green : 

10. Alabama : 450 

Castleberry, Atmore, Cuba, York, : 

Cullman, Thorsby : 

11. Florida : 325 

Plant City, Starke, Lawtey : 

12. New Jersey ; 277 

Port Norris, Landisville : 

13. Illinois s 246 

Anna, Villa Ridge, Farina : 

14. Mississippi l 96 

Osyka, Sanford, Russell, Madison, ; 
Durant : 



30 FRUITS AND VEGETABLES LESSON 1 

The most important production centers are in Cum- 
berland, Camden, Burlington, and Atlantic Counties, 
New Jersey; Sussex County, Delaware, Wicomico, Wor- 
chester, Caroline, and Anne Arundel Counties, Mary- 
land; Hamilton, Rhea, Crockett, Gibson, Lauderdale, 
and Madison Counties, Tennessee; Warren County, 
Kentucky; Barry, Lawrence, McDonald, and Newton 
Counties, Missouri; and the adjacent counties of 
Washington and Benton, Arkansas; White County, 
Arkansas; Tangipahoa parish, Louisiana; Berrien 
County, Michigan; Sonoma, Sacramento, and Los 
Angeles Counties, California; and Hood River County, 
Oregon. 

There are three thousand counties in the United 
States, and the 29 names had one-third of the nation's 
acreage of strawberries in 1919. 

Like other perishable crops, the strawberry crop 
fluctuates greatly. The total shipments for the six 
years from 1916 to 1921 were as follows: 

1916..- 16,236 cars 1919... 8,105 cars 
1917... 15,065 cars 1920... 8,490 cars 
1918... 8,452 cars 1921... 10,681 cars 

The best picture, from a commercial standpoint, 
of the size of the strawberry crop and the areas of 
commercial production, with the amount of produc- 
tion, can be obtained from a study of Table V show- 
ing the principal shipping points. 

PART II 

Section 1. PRODUCTION AREAS AND VALUES OF 
VEGETABLES 

In considering questions of vegetable market- 
ing, it must be borne in mind, that three sets of 
conditions prevail in vegetable growing in the 
United States. 

1. There is a vast quantity of garden truck 
grown for home consumption in home gardens which 
never enters into commerce. 



A PICTURE OF THE INDUSTRY 



31 




2. A notable quantity of vegetable crops is 
grown within a relatively short radius of all of our 
great population centers under what may be called 
market gardening conditions. 

3. The two previously mentioned sources of 
supply fall short, both as to time of availability 



32 



FRUITS AND VEGETABLES LESSON 1 




and quantity for supplying the needs of our metro- 
politan populations which gives rise to vegetable 
production in what may properly be termed "con- 
centrated truck growing sections." These concen- 
trated truck growing sections are shown in Figure 6. 



A PICTURE OF THE INDUSTRY 



33 



The order of leadership in 1919 was: 

1. California 6. Wisconsin 

2. New York 7. 

3 . Maryland 8 . 

4. New Jersey 9. 

5. Iowa 10. 



Ohio 

Illinois 
Florida 
Pennsylvania 



The map indicates the vegetables grown in truck- 
ing centers and under market gardening conditions. 
It should be noted that potatoes and sweet potatoes 
are excluded in this particular map, but that white 
potatoes are shown in Figure 7. 

Onion and cabbage production, for the winter 
market, is scattered through the states practically 
from western New York to Iowa. Generally speaking, 
the market gardening areas can be found on the map 
near the large population centers. 

The Leading Vegetable Crops 

The value in the order of their positions, (1919) 
including potatoes and sweet potatoes, is shown 
in Table VI. 

Table VI. VALUE OF MOST IMPORTANT VEGETABLE CROPS 
(000's omitted) 



Rank in 1919 



1919 



1920 



1921 



1. Potatoes 

2. Potatoes, Sweet. 

3. Tomatoes 

4. Onions 

5. Cabbage 

6. Sweet Corn 

7. Cantaloupes 

8. Celery 

9. Lettuce 

10. Watermelons 



:$514,855 
: 135,514 
: 38,675 
: 23 , 543 
: 17,881 
: 17,298 
: 17,133 
: 9,462 
i 8,200 
7.515 



:$461,778 
117,834 

17,567 
20,110 

17,256 

11,384 
11,281 



:$385,192 
86,910 

18,856 
16,576 

15,050 

15,042 
11,523 



The combined value of the 10 important crops 
shown in Table VI was about 83% of the value of all 
vegetable crops in 1919. 



34 FRUITS AND VEGETABLES LESSON 1 

The most important area of production of vege- 
tables for sale, naturally, includes the area of 
greatest population and territory within easy ship- 
ping distance of the densest population. This area 
extends along the Atlantic Coast from Long Island 
to the northern line of North Carolina. In this 
area, about one-fifth of the nation's commercial 
vegetable crop is produced. 

A second area of unusual importance lies in 
western New York extending from the vicinity of Utica 
to and southwest of Buffalo. 

The southern Lake Michigan section supplying 
Chicago stands next in importance. 

Florida and south Georgia are important, not 
only because of the quantity they produce, but, be- 
cause of the fact, that they supply the market during 
the winter months when northern territories are not 
marketing. About one-third of the winter vegetables 
come from this area. Texas is also an important 
winter shipper. 

California is an important year round shipper 
but of more than ordinary importance in the late 
fall, winter, and early spring. The chief produc- 
tion of the southernmost of the three concentrated 
California districts is the Imperial Valley, whose 
most important crops are muskmelons, lettuce, honey- 
dew melons, and green peas. The neighboring valley 
to the north, Coachella Valley, is an important 
early onion district. 

The Los Angeles district is particularly im- 
portant in lettuce, celery, cabbage, onions, as- 
paragus, tomatoes, potatoes, and miscellaneous 
small vegetables. The Sacramento district is 
especially important in asparagus and celery. 

To indicate the importance of the state of Cali- 
fornia in the production of vegetables for sale, 
it may be stated, that this state produces almost 10% 
of the total for the United States. In 1919, it pro- 



A PICTURE OF THE INDUSTRY 35 

duced 57% of the asparagus ; 27% of the muskmelons ; 
27% of the celery; 33% of the lettuce; and 13% of 
the onions. 

While it is not possible to give an individual 
discussion of each important vegetable crop, a brief 
statement follows on those constituting by far the 
greater part of the tonnage and value. 

Section 2. THE POTATO CROP 

■ Irish potatoes are divided into two commercial 
crops. The early or southern crop, and the late or 
northern crop. 

The early crop is far more perishable than the 
late crop. It is grown largely in the southern 
states and begins to appear on the market from 
Florida as early as March. 

Where Early Potatoes Are Grown 

The chief producing section in Florida is in the 
vicinity of Hastings, and the climax of shipments 
is usually reached around the first to the middle of 
May. Heavy shipping comes from states farther 
north in late May and early June. The climax of 
southern shipments is reached in the section around 
Beaufort, S. C. 

The next heavy shipping territory is on the low 
coastal plain lands in the vicinity of Charleston, 
S. C. , where the peak of shipments usually falls 
around the 10th to the 15th of June. 

The section in the counties around Florence, 
S. C, has gained in importance during recent years. 
It markets its crops at very nearly the same time as 
the Charleston section. Then the territory around 
Elizabeth City, N. C. , comes into bearing and after 
that, what is generally known as the Norfolk section, 
begins to ship. 

Later, or almost at the same time, the Eastern 
Shore of Virginia and Maryland begin to ship, and 
finally the early crop usually concludes with the 
Long Island shipments in August. 



36 FRUITS AND VEGETABLES LESSON 1 

The season of shipments in some cases is rather 
brief, so far as real quantities are concerned. 
South Carolina, for instance, begins shipping in 
normal years about May 1, and after June 30, usually 
does not ship a single car. On the other hand, some 
of the early potato sections, like the Eastern Shore 
of Virginia, begin shipping around June 1 and 
continue until September 30, while New Jersey and 
Long Island not only raise potatoes for the early 
market, but are also winter potato producers. 

A similar situation occurs further west. Texas 
and Louisiana begin to ship early and, as the season 
grows, later commercial shipments of early and 
medium early potatoes arise further north, usually 
concluding with heavy shipments from the Kaw Valley 
of Kansas. 

The early crop of potatoes is of unusual com- 
mercial value by reason of its being in the luxury 
class. It is estimated that about 17% of the total 
crop in a normal year is made up of early varieties. 

Where Late Potatoes Are Grown 

The heaviest regions of potato production are in 
the northern United States and, generally speaking, 
these areas lie north of the Corn Belt. 

The quality and yield of potatoes are best in a 
cool climate, particularly in regions that have 
warm, sandy, or loamy soils. Minnesota, New York, 
Wisconsin, Michigan, Pennsylvania, and Maine are the 
most important producing states, as you see from a 
study of Figure 7. 

During 1921 and 1922, North Dakota has grown 
immensely in its commercial production, and the 
acreage, in 1922, was estimated to have exceeded the 
1921 acreage by 270%. There were increases in 
acreage in other states in 1922, and in some terri- 
tories unusually favorable production conditions 
prevailed. 



A PICTURE OF THE INDUSTRY 



37 



As a result of this great increase, prices were 
the lowest that have been known in recent years. 
The average farm price on November 21, 1922, was 68.8 
cents per bushel, whereas on the same date in 1921, 
the value was $1.23 per bushel. 

Where Shipments Originate 

Table VII shows by state of origin, season of 
shipment, and number of car-lots shipped, the rela- 
tive importance of all of the principal potato ship- 
ping states as reported to the U. S. Bureau of Agri- 
cultural Economics. 



Table VII. CAR-LOT SHIPMENTS OF POTATOES 





Leading Sections 


: 1921- 


: 1920- 


: 1919- 


(Late) 


: 1922 


: 1921 


: 1920 


1. Maine 


: 37,968 


: 17,817 


: 23,444 


2. Minnesota : 


: 29,652 


: 23,214 


: 22,058 


3. Colorado 


: 17,809 


: 11,345 


: 8,810 


4. Michigan 


: 15,033 


: 17,119 


; 12,237 


5. Idaho 


: 14,641 


: 8,143 


: 6,853 


6. Other New York 


: 14,001 


: 11,001 


: 9,116 


7. Wisconsin : 


10,946 


: 18,661 


: 21,975 


8. North Dakota : 


10,487 


! 1,846 


: 2,229 


9. California : 


9,254 . 


10,090 


: 8,487 


10. Washington ; 


• 6,224 : 


; 3,765 . 


3,098 


11. Nebraska : 


5,301 . 


• 3,071 ! 


: 1,661 


12. New York, L. I. i 


: 4,929 . 


5,501 . 


3,701 


13. Pennsylvania : 


3,573 : 


6,489 . 


3,742 


14. South Dakota ; 


! 3,353 : 


• 1,926 : 


! 689 


15. Montana ; 


1,820 : 


949 . 


352 


16. Oregon ! 


1,391 ! 


: 1,756 . 


786 


17. Utah : 


1,074 : 


563 ! 


: 426 


18. Nevada ; 


464 J 


415 : 


689 


19. Iowa 


89 : 


922 . 


251 


Total Leading Sections ! 








(Late) : 


130,604 : 


144,593 J 


188,009 



38 



FRUITS AND VEGETABLES LESSON 1 



Table VII. (Continued) 



Other Sections (Late) 


: 1921- 


- 1920- : 


1919- 




• 1922 


• 1921 . 


1920 


1. New Jersey j 


• 10,475 : 


17,147 : 


10,409 


2. Kansas ; 


2,379 ; 


1,982 ; 


• 1,132 


3. Virginia ! 


• 1,267 ! 


1,687 : 


674 


4. Wyoming j 


953 ; 


545 : 


265 


5. Kentucky : 


640 ; 


' 1,132 ; 


866 


6. Maryland, 2d crop : 


567 : 


846 : 


725 


7. Vermont ! 


303 : 


\ 90 ! 


43 


8. Missouri ; 


; 300 : 


224 : 


: 115 


9. Arizona j 


222 i 


40 : 


80 


10. New Hampshire : 


130 ; 


56 ! 


48 


11. Delaware j 


: 118 : 


158 J 


172 


12. Illinois : 


96 : 


96 : 


123 


13. West Virginia 


: 37 


l 71 


! 4 


14. Rhode Island ! 


: 32 : 


4 i 


: 47 


15. Ohio : 


: 28 J 


141 : 


90 


16. Indiana : 


10 : 


52 : 


4 


17. New Mexico j 


: 3 : 


3 j 


7 


18. Massachusetts ; 


2 : 


7 : 


11 


19. Connecticut 


: 


20 : 


74 


Total Other Sections 








(Late) : 


17,562 : 


24,301 : 


14,889 



Southern Crop 


: 1921- 


: 1920- 


: 1919- 


Sections 


: 1922 


: 1921 


: 1920 


1. Virginia 


: 18,273 


: 14,943 


: 11,520 


2. North Carolina 


: 3,599 


: 3,513 


: 3,306 


3. South Carolina 


: 2,510 


: 3,070 


: 1,217 


4. Florida 


: 2,344 


l 3,351 


: 2,275 


5. Maryland : 


• 2,123 


• 2,259 , 


: 1,434 


6. Louisiana J 


1,163 ! 


887 . 


559 


7. Texas ; 


1,109 : 


738 : 


808 


8. Alabama : 


696 ! 


308 : 


90 



A PICTURE OF THE INDUSTRY 



39 



9. Oklahoma : 

10. Georgia : 

11. Arkansas : 

12. Mississippi ! 

13. Tennessee : 


281 : 592 : 677 

191 : 274 : 126 

135 : 236 : 186 

; 116 : 82 : 151 

27 : 18 : 28 


Total Southern Sections 


: 32,567 : 30,271 : 22,377 


GRAND TOTAL J 


238,138 :199,165 :167,870 



Distribution of Shipments by Months 

Because of the succession of early and late dis- 
tricts, and the ease of storing potatoes at the 
shipping point rather than at the terminal market, 
shipments have come to be quite regular throughout 
the year. For example: 

During the year beginning August 1, 1921, and 
ending July 31, 1922, the shipments in no month were 
less than 10,000 cars. The heaviest shipments were 
in October, with 43,250 cars ; the next heaviest ship- 
ments occurred in September, with 26,040 cars. 

Imports and Exports 

While apples are the most important of our per- 
ishable fruit and vegetable products in the export 
trade, potatoes, nevertheless, have been shipped out 
of the country annually to the extent of over 4 
million bushels in some years. The average exporta- 
tion for the period 1911 to 1913 was 1,814,000 
bushels. Exports for 1918 were 2,852,000 bushels; 
for 1919, 3,642,000 bushels; and for 1920, 4,154,000 
bushels. 

The importation of potatoes has generally been 
on a much larger scale than the exportation. The 
average imports for 1911 to 1913 were 5,707,000 
bushels. 

The chief sources of imported potatoes are 
Canada and Denmark. The Canadian importations come 



40 FRUITS AND VEGETABLES LESSON 1 

largely from New Brunswick and Prince Edward Island, 

From Denmark there were imported 812,090 bushels 
during the 1920-21 season. 

THE SWEET POTATO CROP 

The sweet potato has grown very largely in com- 
mercial importance during and since the World War. 
In 1900, the farm value of the sweet potato crop 
was nearly 25 million dollars, and in 1910, it had 
risen to over 40 million dollars. 

Prod uction Areas 

The most important producing states in their 
order of production are Georgia, Alabama, South Caro- 
lina, Mississippi, Louisiana, North Carolina, Texas, 
and Virginia. New Jersey and Delaware, though not 
so important in quantity of production, are exceed- 
ingly important by reason of the fact that practi- 
cally all their crop is grown for shipment. 

Value of Crop 

The value of the sweet potato crop for three 
years was : 

1919 1920 1921 

$135,514,000 $117,834,000 $86,910,000 

It is to be noted that the 1919 value was $48,- 
604,000 more than the 1921 value. The 1921 crop, 
because of adverse conditions, chiefly due to drouth, 
was relatively small, contributing to the lessened 
value of that year. Another important factor was 
the reduced value per bushel. The 1921 farm value on 
December 1 was estimated at 94.7 cents per bushel, 
while the 1919 value on the same date was $1.34. 

Stor a ge Fa ci lities 

An important factor in the growing commercial 
importance of sweet potatoes is the construction of 
suitable storage and curing houses. Under the lead- 
ership of the United States Department of Agricul- 
ture, assisted effectively by the state agricultural 



A PICTURE OF THE INDUSTRY 41 

forces, there has been built in the neighborhood of 
3,000 sweet potato storages with a combined capacity 
exceeding 12 million bushels ! Approximately half of 
these houses are commercial, and this half makes up 
about 10 million bushels of the total capacity. 

Georgia alone has facilities for storing over 2 
million bushels. Delaware, Texas, Louisiana, and 
Tennessee, each have storage capacity for more than 
a million bushels. Sussex County, Delaware, is the 
most important county in the United States in this 
respect, with facility for over a million bushels. 

Commercial Varieties 

A very large number of varieties are grown. 
However, scarcely a dozen are of real commercial 
importance. 

Dry, mealy sweet potatoes sell best in northern 
markets. The most important variety of this class 
is the Big-Stem Jersey. Southern markets buy moist, 
fleshy varieties most readily, and the most important 
in this class are the Nancy Hall and the Porto Rico. 
The most important medium dry variety is the Triumph. 

The four varieties named probably constitute 
75% of the commercial shipping crop. The Yellow 
Jersey, the Southern Queen, and the Pumpkin are 
commercially important in some growing and con- 
suming sections. 

The Georgia variety is the one most extensively 
grown for home use in the Gulf and South Atlantic 
States. 

Section 5. THE TOMATO CROP 

Tomatoes are grown for table use, for canning, 
and preserving. The canning and preserving industry 
is usually based on contracts between growers and 
canning factories in various sections of the coun- 
try. The most important canning territory includes 
parts of the states of New York, New Jersey, Delaware, 
Maryland, and Virginia, although there are very 



42 FRUITS AND VEGETABLES LESSON 1 

important canning sections in other parts of the 
country. 

It is not the purpose of this lesson to discuss 
the canned tomato industry, by reason of the fact, 
that marketing problems, in the ordinary sense, are 
settled by the contract between the grower and the 
cannery. 

Tomatoes for table use or slicing purposes are 
shipped in car-lot quantities from many sections, 
but the most important, based on shipments for a 
series of representative years, are shown in 
Table VIII. 

Considering tomatoes grown for all purposes, 
Eastern Maryland, Delaware, and Southern New 
Jersey include over one-third of the nation's 
acreage, and the Los Angeles and San Francisco Bay 
districts in California about one-tenth. 

Virginia and Indiana rank next in importance. 
The major part of the crops in these states, however, 
goes into cans. 

Turning back to Table VII, it will be seen that, 
excluding potatoes and sweet potatoes, tomatoes are 
the most valuable vegetable crop grown in the United 
States. Figures for the census year 1919 are the 
only ones available. In that year, the crop was 
worth $38,675,000. 



Wh ere Imported Tomatoes Come From 

The luxury loving markets of the United States 
crave a variety of fruits and vegetables, both in 
and out of season. Although California and Florida 
cover the winter season fairly as to time, there are 
periods when they do not ship, or when the quantity 
of tomatoes shipped is insufficient to meet the 
demand. 

As a result, there has grown up during the past 
10 years in the states of Sonora and Sinaloa, Mexico, 
a fresh tomato growing and shipping business. These 
tomatoes enter the United States usually by the way 



A PICTURE OF THE INDUSTRY 



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44 FRUITS AND VEGETABLES LESSON 1 

of Nogales, Arizona. By reason of soil and disease 
troubles, there is great variation in the acreage 
and shipments from year to year. Roughly, it may be 
said that the shipments vary from 700 to 1,500 cars 
a season. 

The most important growing section is in the 
valley of the Fuerte River, Production methods are 
not up-to-date, the best market varieties are not 
always grown, and packing and shipping methods are 
crude. As commercial conditions in Mexico improve, 
so that American enterprise can more safely invest 
in that Republic, this business will, no doubt, assume 
fairly large proportions, as there are other sections 
of Mexico even better adapted than the West Coast to 
tomato growing. 

SECTION 4. THE ONION CR OP 

The onion crop is divided into the early or 
Bermuda crop and the late or winter crop. 

With respect to early crops of each of the impor- 
tant vegetables, it should be observed that the 
likelihood of profitable marketing usually depends, 
to an important extent, on the amount of the winter 
crop that remains on hand in storage at the usual 
season of movement of the early fresh crop. For 
example, if there is a large quantity of winter stored 
potatoes available, a large part of the consuming 
public will continue to use old potatoes by reason 
of their cheaper price. In times of great pros- 
perity, this condition is not so noticeable, so that, 
during the war, it happened on occasion, that as high 
as $10 per 180 pound barrel were paid for new pota- 
toes, while perfectly good winter potatoes would 
scarcely bring shipping charges. 

How Storage Affects the Onion Market 

The same condition may prevail with respect to 
onions. When old crop supplies clean up, or prac- 
tically clean up, by April 1 to 15, the new crop 
outlook is regarded as favorable. If the crop cleans 



A PICTURE OF THE INDUSTRY 



45 



up by April 1, the California grower has an advantage, 
as his heaviest shipments usually occur about April 
10 to 15. If the clean up is completed by April 15, 
the Bermuda grower in the section around Laredo, 
Texas, considers it distinctly to his advantage, as 
his shipments begin usually about March 25 and con- 
clude by June 1. 

Where Early Onions Are Grown 

The important early onion crop states are 
California, Louisiana, and Texas. The most 
important late crop states are New York, California, 
Ohio, Indiana, Massachusetts, New Jersey, Michigan. 

Table IX. CAR-LOT SHIPMENTS OF ONIONS BY STATES 

OF ORIGIN 



Rank in 1921 : 1919 


1920 


: 1921 


1. Texas : 2,876 


: 5,086 
: 4,526 
: 2,721 
: 3,373 
: 2,646 
! 2,909 
: 576 : 
; 766 . 
: 824 ! 
629 : 
1,894 : 


• 4,209 


3, New York : 2,588 


: 3,648 
! 3,564 




• 2,833 

• 2,428 


6. Ohio : 1,890 


! 2,128 


7. Michigan : 308 


591 


9. Iowa : 502 


585 
: 466 


All other states.: 2,167 : 


436 
2.469 




25,950 : 


23,359 



Minnesota, Iowa, Wisconsin, and Kentucky. Natur- 
ally, there is variation from year to year by reason 
of crop conditions in the ranking of the states. 

Table IX, showing car-lot shipments, for the 
years from 1919 to 1921, inclusive, will give a fairly 
clear idea of the location of the industry: 

The Texas Bermuda Onion Crop 

The Texas Bermuda onion crop is a short season 
crop, being similar in this respect to the Imperial 



46 



FRUITS AND VEGETABLES LESSON 1 



Valley cantaloupe crop. During a period of about 
60 days, a crop of from 3,000 to 6,000 cars of a 
decidedly perishable product must be moved from the 
banks of the Rio Grand on the Mexican border to the 
consuming markets in the more populous centers of 
the United States. 

The first cars usually move during the last few 
days in March. Before the end of April, if no 
unfavorable conditions arise, a few shipping 
stations will be sending to market daily 200 or 
more cars. Shipments then gradually taper off so 
that by the middle of May not more than 25 cars per 
day may be moving, and by June 1, the movement will 
have ceased completely. 

M arket Distribution 

During the spring of 1922, the Bureau of Markets 
traced to primary destination 3,786 cars originating 
in the Laredo district. The importance of various 
markets is illustrated in part by Table X, which 

Table X. THE MOST IMPORTANT ONION MARKETS, 1922 



Primary 
Destination 



Number 
of Cars 



Primary 
Destination 



Number 
of Cars 



St. Louis .... 

New York 

Chicago 

East St. Louis 

Boston 

New Orleans . . 
Taylor, Texas 
San Antonio, Tex 



1,328 
522 
227 
167 
133 
124 
109 
108 



Philadelphia 
Pittsburgh 
Kansas City 
Houston. . . . 
Fort Worth . 
Buffalo ... 
Cleveland . 
Cincinnati 
Milwaukee , 



92 
85 
62 
41 
40 
29 
26 
26 
20 



shows important central markets and the number of 
cars consigned to them. Only a selection of the 
more important ones is given: 

It must be remembered, particularly with respect 
to cities like St. Louis, Missouri, East St. Louis, 
Illinois, San Antonio, and Taylor, Texas, and other 



A PICTURE OF THE INDUSTRY 47 

billing points, that they are used as primary 
destinations, with a view to subsequent diversion of 
cars to final consuming markets. It will be seen 
that the 17 cities listed above were the primary 
destination of 3,149 cars of the 3,786 cars traced, 
or 83%. 

Why We Import Onions 

The exporting of onions from the United States is 
negligible. Imports are sometimes of considerable 
importance, particularly in view of freight rates 
existing at the present time in the United States. 

There were times, during 1920 and 1921, when 
cnions could be brought from the Canary Island to 
New York City at a less cost for transportation 
than onions could be shipped from Ohio points, and 
only a little more than the cost of shipping them 
from the Connecticut Valley and Western New York to 
the Nev; York market ! 

Prices during the spring of 1922 in American 
markets were high enough, in spite of the tariff, to 
attract onions from surplus production.regions in 
foreign countries. Onions come to the Pacific Coast 
from Australia, and to the Atlantic Coast from Egypt, 
South America, West Indies, Mexico, and the Bermudas. 

During the first six months of 1922 nearly 
700,000 bushels were imported, which is equal to 
nearly 1,300 carloads. The total imports for the 
year 1920 were 1,819,000 bushels. 

S ECTION 5. THE CABBAGE CROP 

Cabbage is grown on a commercial scale in at 
least 25 states. The same distinction with respect 
to the early and late crop is to be noted as prevails 
in the case of potatoes and onions. 

The commercial production of the country is 
shown in Figure 8. You will see that , in total 
production, the states rank as follows: 



48 



FRUITS AND VEGETABLES LESSON 1 



1. 


New York 




6. 


Florida 


2. 


Wisconsin 




7. 


Texas 


3. 


Pennsylvania 




8. 


Michigan 


4. 


Virginia 




9. 


Ohio 


5. 


California 




10. 


New Jersey 


Where 


Early Cabbage 


Is Gr 


own 





The most important states producing for the 
early market are Florida, California, Texas, Missis- 











CABBAG 

(GROWN FOB S 

— , ACREAGE, 


E 

ALE) 

1919 


EACH DOT REPRESENTS 




\ 5 \ J~ 

CAB3AGE ACREAGE 


-J ' 






1 1 


\4%g $ 




A- * *r t 


/ ^ 








1 *v 








*• 




\ ' "Ve*" J 


CABBAGE 

(Continued) 


. / •• \ — V* 


bept. of Aeeic. )? 


STATE 


ACRES 




^\ 7 )•£** 


III. . . 
Colo. 
Minn. 
Mat. 
Md.. 
S. C. 
Other 


3,782 
3,772 
3,372 
2,737 
2,442 
2,232 
23,118 


STATE 


ACRES 


STATE 


ACRES 




N.Y.. 
Wii,. 
Pa... 

Va. .. 
Calif . 


38,555 
11,955 
7,718 
5,443 
5,422 


Fla .. 
Tex. . 

Mich. 
Ohio. 
N.J.. 


4,501 
4,329 
4,297 
4,240 
4,079 






OAT 


A FBOM-U.S. 


U.S. 


123.994 



FIGURE 8. CABBAGE PRODUCTION RATHER SCATTERED 

While the largest quantities of cabbage are produced in northern 

states, there are good quantities produced in many southern states. 

The numbers indicate the order of rank 

sippi, Louisiana, and South Carolina. Coleman, 
Sumter County, and Bartow are the chief Florida 
shipping points. 

Los Angeles, Anaheim, and Fullerton are the 
most important California shipping points. 

Mission, San Benito, Brownsville, and Mercedes 
are the chief points of origin in Texas. 

Crystal Springs and Hazelhurst are in the center 
of the heaviest production in Mississippi. 



A PICTURE OF THE INDUSTRY 49 

Orleans, St. Charles, and St, Tammany parishes 
make up the most important Louisiana producing 
territory. 

Charleston and Meggetts are the chief shipping 
points in South Carolina, both being located in 
Charleston County. The major part of the Charleston 
shipments originate on Young Island in Charleston 
harbor. 

Where Late Cabbage Is Grown 

The late crop should really be divided into 
medium and late. However, this is not usually done 
in practice. 

The medium late crop is grown in the Norfolk 
section and in Wythe County, Virginia; in Muscatine 
County, Iowa; in certain California sections; and in 
Adams and Weld counties, Colorado. In some of these, 
late cabbage is also grown. 

The important centers of production in eastern 
Virginia are: Norfolk, Cape Charles, Eastville ; 
and southwest Virginia, Rural Retreat, Marion, 
Crockett, and Atkins. 

Most of the important centers of production in 
Colorado are: Brighton, the headquarters of the 
Colorado Cabbage Exchange, Greeley, Lupton, Watt en- 
berg, lone, Traceyville, and Ault, 

By far the most important state in the produc- 
tion of late cabbage is New York. All of the states in 
the Great Lakes territory are important, but the 
district south of Lake Erie extending from Syracuse 
to Buffalo, produces nearly one-fourth of the late 
cabbage crop of the country. The most important 
counties are Cortland, Madison, Monroe, Niagara, 
Onondaga, Ontario, and Wayne. The section around 
Waterford, Erie County, Pa., may be considered a 
continuation of the New York territory, 

Wisconsin is the heaviest commercial producing 
state in the middle northwest. The important centers 
are Cambria, Ripon, Perryville, Somers, Appleton, 



50 



FRUITS AND VEGETABLES LESSON I 



Greenville, Shiocton, Corliss, Caledonia, Union 
Grove, and Racine. 

SECTION 6. THE MELON CROP 

The commercial crop to which the name "canta- 
loupe" is applied would more correctly be designated 
the "muskmelon" crop. Popular usage has, however, 
decreed otherwise, so that the name of one variety 
of muskmelon has come to be applied to the whole 
crop of which it is only a part. 

So popular has the cantaloupe grown during the 
last 15 years that it is now one of the most widely 





w*- 


\ 7 J 

if *. / 

MMELONS 


CANT 


ALC 
* 


)UPES AND MUSKMELONS 

(GROWN FOR SALE) 

ACREAGE, 1919 "*SSr" 




CANTALOUPES AND M 


n 






I 






1 ."" V 




1 :j. - . y z 

v- ■ • * f 


f 


\ .• >^j y 


J CANTALOUPES 
AND MUSKMELONS 

(Continued)' 


r— *£*-*{ 


STATE | ACRES 


Tex 

Ga . 

Ill . 

Ohio 

Va.. 

N.Y. 

Oilier 


2,093 
1,659 
1,481 
1,446 
1,383 
1,091 
11,452 






STATE 


ACRES 


STATE 


ACRES 


.WF~~ ^^^^Oj-V 


Cahf. 
Ark . 

Md.. 

N.J . 
lad.. 


21,470 
8,999 
4,665 
4,23 1 
4,182 


Colo. 
Ariz . 
Del.. 

Mich. 
N.C. 


4,oor 

3,300 
2,500 
2347 
2,130 




DATA FROM 


•u.s.o 


EPTofAGOC. J? 


U.S. 


78,436 



FIGURE 9. WHERE CANTALOUPES ARE GROWN 
Cantaloupes are now commonly shipped entirely across the country, 
as you will see by the important places held by California, Colorado 

and Arizona 

used, thoroughly distributed, and seasonably 
available articles of food in the United States, 

Where Cantaloupes Are Grown 

Fresh cantaloupes in commercial quantities 
become available from the Imperial Valley of Cali- 
fornia, during the latter part of May, and continue 
on our markets until well into October, the last 



A PICTURE OF THE INDUSTRY 51 

important shipping territory being the region of 
relatively higher altitude, around Rocky Ford, 
Colorado. 

Figure 9 shows the location of the most important 
commercial producing areas. 

Rank of States In Cantaloupe Production 

In 1919 the order of rank in cantaloupe produc- 
tion was as follows: 

1. California 6. Colorado 

2. Arkansas 7. Arizona 

3. Maryland 8. Delaware 

4. New Jersey 9. Michigan 

5. Indiana 10. North Carolina 

California is the most important cantaloupe 
state in point of acreage and quantity of production. 
The chief centers are the Imperial Valley in the 
south, with Brawley, Heber, and Calexico the chief 
shipping points ; Los Angeles County and Stanislaus 
County, with Turlock, Keyes, and Demair the most 
important shipping stations. 

In point of acreage, the state of Arkansas ranks 
next to California, but the production per acre is 
very much less. Harris, Blevins, McCaskill, 
Nashville, and Van Buren are among the more important 
shipping points. 

An important territory is in the Salt River 
Valley near Glendale and Phoenix, Arizona. This 
territory usually ships from 900 to 1,500 cars 
between June 25 and August 5. 

The cantaloupe territory on the New Mexico-Texas 
line is in the Messila Valley, the chief center 
being La Tuna. 

The heavy shipping district in Colorado is the 
Rocky Ford-Ordway section in Arkansas Valley. 

The important producing territory in Indiana 
is in the counties of Gibson, Jackson, Knox, and 
Posey. The heavy shipping points are Vincennes, 



52 FRUITS AND VEGETABLES LESSON 1 

Decker, Poseyville, and Johnson. The headquarters 
of the distributing agencies are mostly located in 
the town of Princeton. 

The heavy producing territory in Georgia is in 
the vicinity of Fitzgerald, Valdosta, and Camilla. 

Sussex County, Delaware, Gloucester County, 
New Jersey, and Wicomico County on the eastern shore 
of Maryland are also important producing sections. 

Rapid Growth of the Cantaloupe Industry 

As an illustration of the rapid increase of the 
cantaloupe industry, the Imperial Valley furnishes 
an important instance. In 1905 only 297 carloads 
were shipped from this section. Since that time, 
the volume has increased more than 3,000%! The 
season of 1922 was the greatest that has ever been 
experienced when to July 20, 12,056 cars had been 
shipped as compared with 10,708 in 1921, and 8,903 
in 1920. 

The average yield is from 150 to 160 standard 
crates, but many fields will run 200 crates to 
the acre. 

Enormous Shipments in 1922 

The largest number of cars ever shipped on one 
day in any previous season was in June, 1919, when 
348 went out in a single day. On June 9, 1921, 335 
cars were shipped. In 1922 all previous records were 
broken when on June 19, 385 cars were shipped. The 
movement continued to grow and by the 23d, 525 cars 
rolled ; on the 26th, 557 ; and on the peak day of the 
season, June 27, 648 cars were loaded. This was 
just 300 cars higher than the record day of previous 
years. 

During the last 10 days in June, an average of 
more than 500 cars rolled daily, while for the three 
weeks' period, June 17 to July 4, the daily loadings 
exceeded 300 cars per day, except on two Sundays. 

This crop was marketed by 43 distributers, only 
two of whom shipped less than 100 cars. The largest 
individual distributer shipped 950 cars. 



A PICTURE OF THE INDUSTRY 53 

When you bear in mind that this crop is produced 
3,000 miles away from its greatest single market, 
New York City, is highly perishable, and must be 
shipped in refrigerator cars practically on passenger 
train schedules, you can readily visualize the multi- 
tude, peculiarity, and difficulty of the marketing 
problems that arise. 

In 1917 cantaloupe shipments totalled 16,719 
cars from all shipping sections of the United States. 
In 1922 the shipped crop totalled nearly 30,000 cars. 

THE WATERMELON CROP 



One of the remarkable occurrences of recent years 
in American dietary, is the rate at which consumption 
of fruits and vegetables has increased and consump- 
tion of meat has decreased. Watermelons have 
increased in use along with the rest. 

Where Watermelons Are Grown 

The 1920 crop of nearly 40,000 cars was nearly 
10,000 carloads greater than the 1919 crop. Com- 
parable figures are not available for all years, 
but it is interesting to note that the 1921 crop 
totaled 48,463 cars. In 1922, the shipments reached 
48,000 cars. 

In 1922 Georgia shipped a total of 13,098 cars ; 
Florida, 10,897 cars; South Carolina, 4,524 cars; 
and Texas, 3,630 cars. California is usually a 
heavy shipping state and its 1922 total was around 
4,000 cars. 

The southeastern states in 1922 contributed 
26,342 cars during the period from May 23 to August 7. 
This quantity was produced in Florida, Georgia, 
South Carolina, North Carolina, and Alabama. Of 
the 26,342 cars, 7% went to New England, 34% to the 
Middle Atlantic States, over 25% to the Middle West, 
6% to the states west of the Mississippi, and 27% to 
the Southern States. New York City alone received 
30,044 cars, or 11.6%, and Chicago, 1,737 cars, 
or 6.6%. 



54 



FRUITS AND VEGETABLES LESSON 1 



When Watermelons Are Marketed 

Without attempting to discuss further the loca- 
tion, importance, and shipping seasons of the main 
watermelon area, Table XI is given to indicate to 
the student, the widespread character of the water- 
melon industry and the relative importance of the 
different areas. The tonnage for 1917 is given as 
that is the year for which the most complete relative 
figures are available. 

Table XI. Watermelon Shipping Areas, 1917 



: : Shipping :Larger Loading 
State :No. Cars: Season : Stations 


: 


: : Thomasville, 
8,770 : June 1- : Quitman, 

: Sept. 15 : Ft. Valley 


South Carolina: 


: : Lena, 
4,107 : June 20- : Furman, 

: August 31: Ridgeland 




: : Bowling Green 
3,622 : May 1- : Ocala, 

: August 15: Live Oak 




: : Hemstead, 
2,871 : May 15- : Weatherford, 
: : Oct. 15 : Como 






: s Maiden, 
2,533 : July 15- : Gibson, 
: Oct. 1 : Clarkton 




1,552 : June 15- : Grand Bay, 
: : Oct. 15 : Malvern 


North Carolina 


1 : : Laurinburg, 
: 1,201 : July 15- : Fayetteville, 
: : Sept. 1 : Maxton 




: : Brawley, 
! 1,137 : June 1- : Dinuba, 
: : Oct. 10 : Turlock 


Maryland. ...... 


1,019 : Aug. 1- : Salisbury, 
: : Oct. 1 : Reid's Grove 


All Other 
Stajtes 


: 3,612 : 




: 30,424 : 



A PICTURE OF THE INDUSTRY 55 

SECTION 7. THE FUTURE DEVELOPMENT 

The commercial fruit and vegetable industry has 
developed in such a short time that it has not 
received the attention that has been devoted to 
some other classes of agricultural commodities. 

Fresh fruits and vegetables, furthermore, are 
seasonal crops. They must be sold while in prime 
condition or loss occurs. Some crops of this class, 
such as strawberries and lettuce, must be marketed 
immediately after harvesting. Others, like potatoes 
and apples, may be stored several months without 
serious deterioration. This complicates the 
marketing problem. 

In addition, the production of fruits and vege- 
tables is subject to greater fluctuation than is 
the case with most other commodities. An acre of 
good wheat land will produce only about 30 bushels, 
or 1,200 pounds. It will take a great many addi- 
tional acres to have an appreciable effect on the 
crop of a nation that runs into 600 or 800 million 
bushels. 

Cabbages, on the other hand, often yield 10 tons 
(20,000 pounds) to the acre, and a comparatively 
small increase in acreage, may push supply far above 
the demand with disastrous results to prices. 

P roduction Close to Consuming Capacity 

At the present time, the production of many 
classes of fruits and vegetables is perilously near 
the present consuming capacity of the country. We 
have thousands of acres of land in various sections 
of the country that are admirably adapted to the pro- 
duction of fruits and vegetables, but until methods 
of marketing the existing crops are improved, or 
the consuming capacity of the country is increased, 
it would be folly to think of developing them. 

H ow Citrus Growers Avoided Over-Production 

Much has been done to improve the situation, but 
still more remains to be accomplished. Twenty years 



56 FRUITS AND VEGETABLES LESSON 1 

ago, the citrus growers of California were con- 
fronted by the problem of over-production. Condi- 
tions had seemed to favor the orange and lemon 
industry for a number of years. Prices were good and 
the growers increased the size of the groves and 
many new growers entered this attractive industry. 

Then suddenly, something went wrong. Prices 
began to decline in the favorite markets, so that, 
frequently, a carload of oranges would sell for less 
than the cost of production. There seemed to be 
more oranges than the people could consume. 

Then followed some wild efforts to find new 
markets. Cars were diverted from the glutted markets 
to other points, but this afforded very uncertain 
relief, because when one large grower diverted a 
carload from New York to Baltimore, the chances 
were that his neighbor and a number of other growers 
would do the same thing. So that by the time half of 
the cars arrived in Baltimore, prices would be de- 
moralized there also. 

How Organization Is Increasing Demand 

Something had to be done, and a number of the 
leading citrus growers got together and organized 
the California Fruit Growers' Exchange. This is a 
producers' organization developed for the purpose 
of enabling the growers to work out cooperatively 
the problems that none could solve individually. 
This organization has been extremely successful. 
Like any other similar effort, it has had its ups 
and downs, but through persistence and wise direc- 
tion it has always managed to maintain a very large 
and representative membership. 

It would be difficult to estimate the good that 
it has accomplished for the citrus growers of Cali- 
fornia, and incidentally, for those of Florida as 
well. 

The Exchange, first of all, tackled the problem 
of distribution. It regulated the shipments to the 



A PICTURE OF THE INDUSTRY 57 

various markets. Having control of a large part of 
the total crop, this could be done effectively. It 
then undertook to improve the methods of growing, 
harvesting, and packing. 

Last, but not least, it inaugurated a very effec- 
tive system for stimulating the consumption of 
citrus fruits by educating the public through adver- 
tising. This has been so very effective that the 
consumption of oranges and lemons has steadily 
increased with gratifying results to all concerned. 

S ome Growers Saved by Cooperation 

Following similar methods, the California Asso- 
ciated Raisin Growers rescued a large group of 
grape producers who were on the verge of destitution, 
and placed their industry upon a very sound and 
profitable foundation. Many other successful 
cooperative organizations have been developed re- 
cently in California, and to a limited extent in 
other parts of the country. 

An important development which has been peculiar 
to the fruit and vegetable industry has been the 
organization of large private or semi-cooperative 
selling agencies. Among the large outstanding ones, 
have been the North American Fruit Exchange, the 
General Sales Agency, and the American Fruit Growers, 
Inc. These sales agencies are treated fully in 
succeeding lessons. 

One of the big difficulties in marketing fruits 
and vegetables has been that even though a community 
might cooperate in shipping, it would not have suffi- 
cient tonnage, or a sufficiently long season to 
warrant maintaining its own sales force in the large 
markets. The California Fruit Growers 1 Exchange, 
however, has been able to maintain sales organiza- 
tions in principal markets, because it has oranges 
and lemons moving to market every month in the 
year. 



58 FRUITS AND VEGETABLES LESSON 1 

The private sales agencies were developed to 
meet this need for representatives in large markets. 
They have their representatives in all of the im- 
portant markets, and are able to maintain this force, 
because they handle shipments from various growers 
or cooperative associations in different parts of 
the country, some of which are shipping each month 
in the year. 

Selling by Auction May Increase 

Another phase of fruit and vegetable marketing 
is thought by certain students of marketing to have 
great potential possibilities. This is the auction 
method of selling, which will be covered thoroughly 
in a separate lesson. The fruit auctions play an 
important part in the perishable business in most 
large markets, but with a few notable exceptions, 
it is true that auctions have been used mostly to 
dispose of shipments which could not be sold through 
the usual trade channels. 

Consequently, in many cities auctions have be- 
come the last resort for fruit which has been shipped 
from one market to another, and which has reached 
the point where it must be sold without further 
delay. The California Fruit Growers' Exchange 
sells the larger part of its fruit through auctions 
and has apparently profited by it. 

Students who feel that there will be a real 
development in this method of selling in the future, 
base their arguments mainly upon these two points: 

First, the development of standardization will 
greatly facilitate auction selling. 

Second, fruit auctions seem to be the nearest 
approach to the centralized exchange system which 
has been so effective in selling live stock, grain, 
and cotton. 

There is a greater opportunity for waste and 
loss in the fruit and vegetable industry than in 
almost any other departments of agriculture. Ignor- 



A PICTURE OF THE INDUSTRY 59 

ance of proper marketing methods, the perishable 
nature of the crops, and the lack of organized sell- 
ing machinery are the reasons. 

Why By-Pro ducts Reduce Losses 

The development of the by-product industry has 
done much to reduce unnecessary waste and losses by 
making profitable use of fruits and vegetables that 
cannot be marketed profitably otherwise. The can- 
ning and drying of fruits and vegetables, and the 
making of fruit juices have all helped to prevent 
loss of surplus or cull products. 

While much has been done in the development of 
the by-product industry, the limit of possibilities 
in this direction is not in sight, and tremendous 
developments may be looked for in the next few years. 
This subject is treated at much greater length in 
later lessons. 

Section 8. PUBLICITY FOR FRUITS AND VEGETABLES 

One of the principal problems that the fruit 
and vegetable grower has to overcome in the market- 
ing of his product, is the tendency on the part of 
the general public to regard certain of these com- 
modities as luxuries. Much has been done to remove 
this notion from the public mind, but a great deal 
still remains to be accomplished. This question is 
of particular importance to the producers of what 
are commonly regarded as out-of -season crops. 

Why Winter Use of Lettuce Increased 

Lettuce is one of these. Previously regarded as 
a very great luxury in the winter time, its use was 
confined to the wealthy class whose requirements 
were largely filled by local greenhouses. 

In 1899, the state of California produced only 
two acres of lettuce. However, the public's appe- 
tite for lettuce was being coaxed along by Florida 
growers, who planted 548 acres in 1899. By 1919, the 
lettuce acreage in California had increased to 6,121, 
and in Florida to 2,664. 



60 FRUITS AND VEGETABLES LESSON 1 

The increase in consumption, indicated by these 
figures, has been accomplished without any real 
concentrated effort on the part of the producers or 
distributers. If the producers of lettuce could pool 
their efforts just as the raisin and the walnut 
growers of California have done, and if they would 
conduct an educational campaign, the demand for this 
very healthful and palatable winter vegetable could 
doubtless be doubled or tripled very quickly. 

This is cited as an example of the possibilities 
of cooperative effort on the part of producers to 
increase the demand for a commodity that is in danger 
of being produced in larger quantities than can 
be sold to advantage, unless demand is increased. 

How Advertising Made Citrus Fruits Necessities 

Advertising, in one form or another, has accom- 
plished the seemingly impossible task of removing 
citrus fruits from the strictly luxury class, so that 
they are now considered an absolute necessity by a 
large portion of the population. 

A greater opportunity for the application of 
modern selling methods is given in the advertising 
of fruits and vegetables than in any other agricul- 
tural commodity. This statement is made for several 
reasons: 

First, because fruits and vegetables generally 
go to the consumer in the original form. 

Second, because the distribution and sales of 
fruits and vegetables are probably less organized 
than any of the main classes of agricultural prod- 
ucts. Grain, live stock, and cotton already have 
their organized central market places. 

Third, fruits, especially have, until recently, 
been considered more in the class with luxuries and 
it is only in the past few years that they have been 
generally recognized as an essential part of our 
everyday diet. The educational work of the raisin 
growers with the slogan "Have you had your iron 
today?" is especially noteworthy. 



A PICTURE OF THE INDUSTRY 61 

Much Still Remains to Be Accomplished 

One fact must be borne in mind, and that is, that 
in spite of the noteworthy progress that has already 
been made in the marketing of the fruit and vege- 
table crops, much still remains to be accomplished. 
The industry, as a whole, is unorganized. Even the 
marketing of our most important fruit crop, apples, 
is in a chaotic state in many localities, and very 
little has been done in the way of a consistent 
effort to stimulate greater use of this crop. 

The Federal Bureau of Markets since its organiza- 
tion in 1913, has greatly assisted the fruit and 
vegetable industry. Its work on standard grades, 
inspection, and market news service, has done much 
to bring the industry out of chaos and to put it on 
a more substantial footing. 

The fruit and vegetable industry will always be 
speculative, because of the perishable nature of 
the crops, but standard grades, inspection, and the 
widespread knowledge of marketing conditions can 
do much to reduce the extent of gambling and render 
it essentially a well-organized, legitimate busi- 
ness. 



62 FRUITS AND VEGETABLES LESSON 1 



THE ONE MOST IMPORTANT SERVICE 
IN RAISING PRICES 

Possibly it is over-stating the matter a little 
to say that any one factor in the marketing of fruits 
and vegetables influences prices more than others. 
But it is generally recognized that the subject dis- 
cussed in Lesson 2, is the one that has been largely 
responsible for the better prices and the better demand 
enjoyed by fruits and vegetables in recent years. 

What is it that any shipper can do to greatly 
reduce his freight bills? 

What is it that makes auction selling possible? 

What is it that has made housewives willing to 
pay more for fruits than in former years? 

What is it that has made it possible to sell more 
oranges since growers organized themselves into co- 
operative shipping associations? 

The answers are made very clear in Lesson 2, and 
after reading it, there will be no doubt in your 
mind but that it pays shippers to do this work that 
makes consumers more willing to pay higher prices 
for good quality fruits and vegetables. 



A PICTURE OF THE INDUSTRY 63 



GLOSSARY OF MARKETING TERMS USED IN THIS LESSON 



brassica, n. A large genus of annual and perennial 
herbs of the mustard family of the old world, fur- 
nishing several of the earliest cultivated and most 
valuable table vegetables such as cabbage, cauli- 
flower, kale, brussels sprouts, etc. 

by-product, n. After the best of a lot of fruits or 
vegetables is sold for the use to which they are 
best suited, there usually are some of inferior 
grade that are canned, made into preserves, jellies, 
drinks, or other useful products known as by- 
products. 

citrus fruit, A fruit borne on trees that do not 
shed their leaves each season; as opposed to de- 
ciduous fruits (which see). The genus includes: 
oranges, lemons, limes, grape fruits, tangerines, 
etc. 

cucurbitous crop, A crop belonging to the cucur- 
bitacae, a genus of herbaceous vines of the gourd 
family, including pumpkins, squashes, watermelons, 
cucumbers, etc. 

cull, n. An article rejected, or at least placed 
in an inferior grade. For example, in sorting pota- 
toes, those which are scabby or knotty are thrown 
out as culls. Sometimes culls have a value. For 
example: cull potatoes may be used for stock feed. 
In other cases, culls have little value, or at least 
no use has yet been discovered for them. 

deciduous fruit, Fruit borne on trees that shed 
their leaves at the close of each producing season, 
such as apples, pears, plums, peaches, apricots, 
and others. 

divert, v. As used in this lesson, to change the 
destination of a shipment. Usually only full car- 
loads are diverted. 

demoralized price. A low price brought about by a 
supply greater than the demand. As a rule, a de- 
moralized price is one which does not return 
shippers a profit. Sometimes the returns are not 
enough to pay the freight alone. 



64 FRUITS AND VEGETABLES LESSON 1 



express shipment, A shipment made through an 
express company instead of through the railroad 
company, usually of a small quantity (less than a 
carload) . The shipment usually is made by express 
in order to decrease the time between the shipping 
point and the market. There are times when entire 
carloads are shipped by express, in which case the 
car is handled the same as an express car, on an ex- 
press train. 

glut, v. A condition that sometimes occurs in a 
market, characterized by the presence of more of a 
certain product than can be sold at a price fair to 
producers before more of the product will arrive 
for sale. 

market news service, A system maintained by the 
Federal Department of Agriculture, whereby informa- 
tion regarding prices, demand, and supply of fruits 
and vegetables, is transmitted by telegraph, radio, 
telephone, and mail, to shipping points, from which 
the products reported on are to be shipped. 

perennial plant, One that continues to grow from 
one planting, from year to year, as opposed to an 
annual plant, which is one that must be planted each 
year. A biennial plant is one that lives for two 
years from the one planting. 

solanaceous crop, Crops belonging to the solana- 
ceae family, a large genus of temperate and tropical 
herbs, shrubs, and trees. In North America the best 
known crops of this genus belong to the so-called 
"night shade" family, and include tomatoes, pota- 
toes and egg-plant. 

salad plant, Plants commonly used for making 
salads, including lettuce, endive, chickory, dande- 
lion, garden-cress, mustard, cives, etc. 

tuber crop, A crop cultivated for the tubers or 
enlarged roots which are used for food for either 
man or beast. 

tonnage, n. As used in this lesson, refers to a 
total number of tons ; often used in an indefinite 
capacity, that is, without referring to a specific 
number of tons. Instead of saying, "The total 
quantity of fruits marketed this year is extra 
large," the same thing is often said by using the 
word "tonnage," thus: "The tonnage of fruits mar- 
keted this year is extra large." 

urban, adj. Descriptive of persons or things, in, 
or related to a city or town; as opposed to country. 

12-23-2M-18 



